The Journey to a Customer Experience Map Jill Hewitt September, 2013
UXSTRAT Journey to a Customer Experience Map
Jan 14, 2015
These are the slides for the 10-minute talk that was delivered at UXSTRAT in Atlanta.
Much discussion and attention has been given to customer journeys and experience maps in the UX field recently. Our team applied this research approach to the membership experience for an entertainment loyalty program. We talked to four distinct groups: newbies, fence sitters, recently renewed and lapsed members. By segmenting the audience, we were able to identify communications and interactions that led some members to satisfaction and deeper engagement and left others feeling unappreciated. In the end, we concocted a customer experience map that highlights critical points within the membership life cycle where interactions need to be customized toward member behavior.
Much discussion and attention has been given to customer journeys and experience maps in the UX field recently. Our team applied this research approach to the membership experience for an entertainment loyalty program. We talked to four distinct groups: newbies, fence sitters, recently renewed and lapsed members. By segmenting the audience, we were able to identify communications and interactions that led some members to satisfaction and deeper engagement and left others feeling unappreciated. In the end, we concocted a customer experience map that highlights critical points within the membership life cycle where interactions need to be customized toward member behavior.
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Transcript
The Journey to a Customer Experience MapJill Hewitt
September, 2013
2
A growing interest
3
Opportunity strikes Entertainment Loyalty Program
Pay an annual feeEarn rewards based on dollars spentOne size fits all communications
Develop a Member Communications Plan
Direct Mail
Text Messages
Mobile App
Website
Social Media
4
Our mission
“We want people to join or renew not just
because of how much they can save, but because they
love being a member”
5
Process
Triggers, Touchpoints and Channels Inventory
Member Research (Online Bulletin Boards)
Member Experience Workshops with Client
Develop initial model of member experience
Complete Analysis of member research
6
Who do we need to talk toPhase: Member Research
Newbies
RenewersDeciles 1-4
On the fenceDeciles 5-7
Lapsed members
Enroll in person
Grandfathered in
Enroll online
7
Asking questions the wrong wayPhase: Member Research
When you use your membership, what do you do? Walk me through what you usually do and what happens in return. Lots of detail is appreciated.
8
Asking questions the right wayPhase: Member Research
Let’s tell a story – recount how you first learned about the program.
How did you learn about it? (read something, someone told you, etc.)Where were you?How did you feel when you learned about it?What did you do once you knew about it?Did you join immediately or later?Did you need more information than what you got initially?
9
So much data, so little timePhase: Workshops
Only have the group analyze select questionsColor code respondents by segment
Green = newbiePink = on the fenceYellow = renewerOrange = lapsed members
10
Putting emotion onto the mapPhase: Develop Model
11
Develop a rough model of member experiencePhase: Develop Model
SIGN-UP WEEKLY EMAIL
RENEWALUSAGE EXPIRATION REMINDER
REWARD
YEAR ONE
UNHAPPY
ELATED
Optimal experience Average experience Poor experience
12
The final product
13
Lessons Learned1) Ask questions the right way
• Research questions should encourage story telling
2) Understand audience segments• Color coding your respondent segments helps to identify trends
3) Use client time wisely• Give clients interesting and vocal respondents (highs and lows)
4) Emotions point to communication customization• Think about how to speak to your happy, indifferent and unhappy
customers at each phase
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